MGT 6311 DIGITAL MARKETING
MIDTERM EXAM QUESTIONS AND
ANSWERS
5 P's model - Correct Answers -core components associated with the marketing mix,
which include:
- price
- product
- promotion
- place/placement/distribution
- people
Buyer Journey - Correct Answers -Discovery, Consideration, Decision (wk 1)
Buyer Journey - Discover - Correct Answers -loosening of the status quo and
committing to change
CGC - Correct Answers -Consumer generated content
Cluetrain Manifesto - Correct Answers -A set of 95 theses organised as a call to action
(CTA) for businesses operating within a newly connected marketplace, published in
1999. While some of the book's claims have failed to materialise, it was an early source
of guidelines for social media and obtained a cultlike following.
Strategic Marketing 5 C's - Collaborators - Correct Answers -External business entities
that work with company to create value for the customers. Examples: Raw material
suppliers, Distributors
Company Strategy - Correct Answers -SWOT - Strengths, Weaknesses, Opportunities,
& Threats; Perceptual and Positioning Maps, Marketing Mix Differentiation
Strategic Marketing 5 C's - Company - Correct Answers -the organization or business
unit providing certain goods and services often referred to as the offering
Strategic Marketing 5 C's - Competitors - Correct Answers -organizations that offer
products and services that aim to fulfill the same wants and needs, and the same
customers as the company's offering
, Strategic Marketing 5 C's - Context - Correct Answers -the environment in which the
company operates, and its associated elements such as regulations or laws, economic
conditions, cultural norms, and technological factors. (PESTEL - environment in which
company operates).
Strategic Process - Create - Correct Answers -Make beautiful assets, from websites and
videos to banner adverts and applications
Customer Marketing Model - Correct Answers -1. Awareness
2. Interest & Engagement
3. Acquisition
4. Customer segmentation (differentiate between segments of customers)
5. Customer retention
6. Support & Advocacy (W1)
Customer Marketing Model - Awareness - Correct Answers -creating an identification
moment in a customer's mind (1/6)
Customer Marketing Model - Interest and engagement - Correct Answers -informing the
customer about your offerings and encouraging them to interact and learn more (2/6)
Customer Marketing Model - Acquisition - Correct Answers -convert a prospect into a
customer (3/6)
Customer Marketing Model - Customer segmentation - Correct Answers -differentiate
between customer segments and market to them accordingly (4/6)
Customer Marketing Model - Customer retention - Correct Answers -focused on
convincing existing customers to purchase again (5/6)
Customer persona/profile - Correct Answers -semi fictional depictions of your target
audience. A detailed description of a fictional person to help a brand visualise a
segment of its target market. (geographic, demographic, RFM - recency, frequency,
monetary, behavioral, psychograhic)
Digital Marketing - Correct Answers -Utilizing the internet, social media, other digital
channels to drive demand for products and services
digital marketing strategy framework - Correct Answers -define digital mission -> define
digital strategies -> derive interaction strategy across customer lifeycle -> measure and
improve ROI
Digital Marketing Strategy Framework-Derive the Digital Strategy - Correct Answers -
how can digital fulfill it's mission
MIDTERM EXAM QUESTIONS AND
ANSWERS
5 P's model - Correct Answers -core components associated with the marketing mix,
which include:
- price
- product
- promotion
- place/placement/distribution
- people
Buyer Journey - Correct Answers -Discovery, Consideration, Decision (wk 1)
Buyer Journey - Discover - Correct Answers -loosening of the status quo and
committing to change
CGC - Correct Answers -Consumer generated content
Cluetrain Manifesto - Correct Answers -A set of 95 theses organised as a call to action
(CTA) for businesses operating within a newly connected marketplace, published in
1999. While some of the book's claims have failed to materialise, it was an early source
of guidelines for social media and obtained a cultlike following.
Strategic Marketing 5 C's - Collaborators - Correct Answers -External business entities
that work with company to create value for the customers. Examples: Raw material
suppliers, Distributors
Company Strategy - Correct Answers -SWOT - Strengths, Weaknesses, Opportunities,
& Threats; Perceptual and Positioning Maps, Marketing Mix Differentiation
Strategic Marketing 5 C's - Company - Correct Answers -the organization or business
unit providing certain goods and services often referred to as the offering
Strategic Marketing 5 C's - Competitors - Correct Answers -organizations that offer
products and services that aim to fulfill the same wants and needs, and the same
customers as the company's offering
, Strategic Marketing 5 C's - Context - Correct Answers -the environment in which the
company operates, and its associated elements such as regulations or laws, economic
conditions, cultural norms, and technological factors. (PESTEL - environment in which
company operates).
Strategic Process - Create - Correct Answers -Make beautiful assets, from websites and
videos to banner adverts and applications
Customer Marketing Model - Correct Answers -1. Awareness
2. Interest & Engagement
3. Acquisition
4. Customer segmentation (differentiate between segments of customers)
5. Customer retention
6. Support & Advocacy (W1)
Customer Marketing Model - Awareness - Correct Answers -creating an identification
moment in a customer's mind (1/6)
Customer Marketing Model - Interest and engagement - Correct Answers -informing the
customer about your offerings and encouraging them to interact and learn more (2/6)
Customer Marketing Model - Acquisition - Correct Answers -convert a prospect into a
customer (3/6)
Customer Marketing Model - Customer segmentation - Correct Answers -differentiate
between customer segments and market to them accordingly (4/6)
Customer Marketing Model - Customer retention - Correct Answers -focused on
convincing existing customers to purchase again (5/6)
Customer persona/profile - Correct Answers -semi fictional depictions of your target
audience. A detailed description of a fictional person to help a brand visualise a
segment of its target market. (geographic, demographic, RFM - recency, frequency,
monetary, behavioral, psychograhic)
Digital Marketing - Correct Answers -Utilizing the internet, social media, other digital
channels to drive demand for products and services
digital marketing strategy framework - Correct Answers -define digital mission -> define
digital strategies -> derive interaction strategy across customer lifeycle -> measure and
improve ROI
Digital Marketing Strategy Framework-Derive the Digital Strategy - Correct Answers -
how can digital fulfill it's mission
